Projecting 3D models onto real people gave a distinctive look-&-feel to Aardman Animation’s campaign for the BBC’s multichannel services.

The original concepts required modification as The Dregs were too dark for DFGW creative director Dave Waters. Instead Cook and Harding-Hill took the technique and used it to design the BBC Digital Family.

More modification was required to create the adverts in DFGW and the BBC’s time frame. Aardman was given five weeks to complete the first 60-second commercial – with the two 40-second ads due a week later.

“This forced us into the more experimental approach of ‘projecting’ live action footage directly onto the CGI models,” says Harding-Hill. “This would save time both in the build process and also in animating of the lipsynch.